Anheuser-Busch Cos., St. Louis, last week sold its in-house marketing shop to its top execs, who will run the business as an independent shop called The Spark Agency. The 22-year-old Busch Creative Services handled retail sales promos, mobile and event marketing, and interactive media and exhibits for A-B and outside companies including Coca-Cola USA, Alberto-Culver, John Deere, and Motorola. All clients, including A-B, remain on St. Louis-based Spark’s roster.
BCS veterans Michael O’Neill, John Nickel, and Kevin Quigley bought the business for an undisclosed sum; Spark’s management structure has not been announced.
A-B isn’t the first brewer to spin off its in-house marketing arm as a full-service shop: The Integer Group, Golden, CO, began as Coors Brewing Co.’s promotions unit. It now ranks as No. 39 on the PROMO 100 list, with 2001 revenues of $93 million.
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